GS25 Launches 'Gompyo Milsikhye' Using Wheat and Barley for the First Time in the Industry

'Gompyo Milsikhye' (Photo by GS25).

[Asia Economy Reporter Yuri Kim] GS25 announced on the 28th that it will introduce 'Gompyo Mil Sikhae,' made from wheat and barley, for the first time in the industry.

GS25, a convenience store operated by GS Retail, stated that it launched 'Gompyo Mil Sikhae' on the 22nd through collaboration with Daehan Flour Milling's 'Gompyo' brand.

'Gompyo Mil Sikhae' is the industry's first Sikhae product made using wheat. While existing Sikhae products only used rice and barley, Gompyo Mil Sikhae utilizes Daehan Flour Milling's wheat. The unique savory and slightly bitter flavor of wheat combined with barley creates a harmonious taste that preserves the traditional flavor of Sikhae. The price is 1,400 won.

In the first half of this year, 33.2% of GS25's Sikhae customers were in their 20s, and 26.0% were in their 30s. The purchase ratio of Sikhae products by the 2030 generation accounts for about 60%, indicating high popularity of Sikhae among the MZ generation. GS25 explained, "We believed that combining the retro sensibility of the 'Gompyo' design, which is well recognized among the 2030 generation, with the popular Sikhae product would attract significant attention from that customer base," adding, "We proposed the product to Daehan Flour Milling, which led to the creation of 'Gompyo Mil Sikhae.'"

The sales volume of 'Gompyo Mil Sikhae' ranked first among six Sikhae products during the five days after its launch (23rd?27th). It showed sales more than 83.6% higher compared to the industry leader Birak Sikhae.

Yoo Jae-hyung, GS25's beverage development manager, said, "Contrary to the expectation that Sikhae, as a traditional food, would be popular mainly among older generations, it is a category product highly favored by the MZ generation," adding, "We collaborated with Daehan Flour Milling to offer a more fun feeling to that customer base through this Gompyo Sikhae." He continued, "We will continue to release unique collaboration products to provide customers with new and exciting experiences."